By Caroline Washaya-Moyo
President Emmerson Mnangagwa has called for Zimbabwe to leverage its rich cultural and historical heritage to diversify its tourism offering, saying the country’s competitive advantage extends beyond wildlife and the majestic Victoria Falls.
Addressing delegates at the official opening of the 19th edition of the Sanganai/Hlanganani/Dzimbahwe World Tourism Expo at the Gymkhana Events and Conference Centre in Masvingo, President Mnangagwa said the hosting of the expo against the backdrop of the Great Zimbabwe Monuments was significant as it placed the country’s heritage at the centre of the tourism agenda.
He said Great Zimbabwe represented a civilisation that flourished for centuries and whose ingenuity and innovation continued to inspire Zimbabwe’s development, modernisation and industrialisation.
Great Zimbabwe at the Centre of Tourism
President Mnangagwa said the decision to incorporate Dzimbahwe into the name of the tourism expo was commendable as it recognised the importance of the country’s heritage.
He said Zimbabwe’s tourism products should encompass its history, culture, indigenous knowledge systems, music, cuisine, arts and heritage, alongside its wildlife and natural attractions.
“The imposing Great Zimbabwe Monument is a reminder that Zimbabwe’s tourism products extend beyond the celebrated wildlife and majestic Victoria Falls,” he said.
The President challenged tourism stakeholders to develop more products around heritage sites and attractions, particularly in Masvingo Province.
AI to Redesign Zimbabwe’s Tourism Sector
President Mnangagwa said this year’s theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism,” was timely as the sector entered an increasingly technology-driven future.
He challenged the tourism industry to embrace artificial intelligence and digital technologies to increase the visibility of Destination Zimbabwe, improve visitor experiences and support smarter destination management.
He said technology could assist Government and tourism authorities to manage visitor flows, forecast demand, reduce overcrowding and strengthen environmental monitoring.
However, President Mnangagwa cautioned that the adoption of technology should retain the human face of Zimbabwean and African culture.
“Digital tools should complement human roles, rather than replace them,” he said.
Tourism Investment Surges 229 Percent
The President said Zimbabwe’s tourism sector was demonstrating sustained growth and resilience under NDS2 and Vision 2030, with tourism investment recording significant growth.
He revealed that tourism investment increased by 229 percent to US$132.3 million in the first half of 2026, compared to US$40.2 million during the same period in 2025.
President Mnangagwa also highlighted the growth in domestic tourism, with domestic visitors increasing from five million in the first half of 2025 to 6.4 million during the same period this year.
He said the growth was also benefiting the Creative Cultural Industries, which contributed 8.8 percent to GDP.
Call for More Domestic Tourism
President Mnangagwa challenged tourism stakeholders to scale up programmes such as the Nhaka Yedu/Ilifa Lethu Domestic Tourism Campaign, urging Zimbabweans at home and in the Diaspora to explore their own country.
He encouraged citizens to travel locally and experience Zimbabwe’s diverse attractions with their families and friends.
“Ngatishanye munyika yekwedu takasununguka, tichifara nemhuri neshamwari. ‘Tozipigwa’ hedu muNyika ya Munhumutapa,” he said.
The President also noted that Zimbabwe had received international recognition from platforms including Forbes Magazine 2025 and Condé Nast Magazine 2026, while the tourism sector recently received a Gold Award at the 2026 Chinese Tourist Welcome Awards for excellence in destination marketing.
Masvingo Challenged to Unlock Tourism Potential
President Mnangagwa challenged Masvingo Province to strategically develop new tourism products around Great Zimbabwe, Lake Mutirikwi, Tugwi-Mukosi, Manyuchi Dam and Gonarezhou, among other attractions.
He called for the development of an integrated tourism corridor linking these destinations with liberation war sites such as Kamungoma, conservancies along the Save Valley and attractions extending to Chikombedzi, where communities host the Budula Festival and Great Limpopo Cultural Trade Fair.
He said stronger partnerships and people-to-people exchanges would help deepen trade and accelerate regional and continental integration.
The President also called on local authorities to become enablers of tourism development and assist in unlocking the competitiveness of Masvingo as a destination of choice.
Tourism Investment Must Benefit Communities
President Mnangagwa said tourism investment should continue generating tangible socio-economic benefits for communities through employment, empowerment, infrastructure development and improved social services.
He said the rotation of the Sanganai/Hlanganani Expo among Zimbabwe’s provinces was giving practical effect to the Government’s Devolution and Decentralisation Agenda, ensuring that tourism opportunities were spread across the country.
The hosting of the expo in Masvingo has also resulted in the transformation of the Gymkhana Events and Conference Centre into a modern tourism, business, events and conferencing hub.
Call for Sustainable Tourism Development
President Mnangagwa called for increased adoption of climate-smart infrastructure and emerging technologies to support biodiversity and wildlife conservation.
He said sustainable use of water and energy resources must be prioritised as Zimbabwe seeks to secure the long-term prosperity and sustainability of the tourism sector.
He further called for the removal of barriers affecting the development of new tourism products and the simplification of travel procedures as Government pursues its open-sky strategy.
Zimbabwe Open for Tourism and Investment
President Mnangagwa invited international buyers and exhibitors attending the expo to explore Zimbabwe beyond the exhibition halls.
He urged visitors to experience the country’s landscapes, wildlife, gastronomy and culture while encouraging local tourism operators to use the expo as a springboard for sustained growth.
“Zimbabwe is a land of many opportunities; a great place to visit, work and live,” he said.
President Mnangagwa subsequently declared the Sanganai/Hlanganani/Dzimbahwe 2026 World Tourism Expo officially open, marking the beginning of the four-day tourism showcase in Masvingo.
